Artomatic 2009 survey final

Artomatic 2009 Visitor Survey
Conducted by
Social Compact
for Artomatic

June, 2010
1 | www.socialcompact.org

SocialCompact

Overview

The data in this presentation were collected from online
survey questions distributed in two ways:
• To a random sample of visitors on site at Artomatic 2009
• Through a link on the official Artomatic website, and through
the Newsletter

Period: June 12, 2009 through July 30, 2009
42 questions
A total of 1,375 responses from 76,000 Artomatic visitors and
participants

SocialCompact

Artomatic Visitors
Demographics


SocialCompact

Visitors Gender
Highlights:
• 56.2% of the Artomatic Visitor Survey
respondents were female
• The female to male ratio at Artomatic
was slightly higher than the:
• National average:50.7%
• DC Area average: 52.7%

Gender Distibution:

43.8%
56.2%

Male

Female

Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html


SocialCompact

Visitors Age
Highlights:
• The majority (64%) of the survey respondents
were in the age group 18-44
• 49% of them were between 25- 34
• 25% were between 18-24
• 26% were between 35-44
• About ¼ of the total respondents were in the
age group 45-64
• Only 2.7% of Artomatic visitors were persons
65 years old and over, compare to a DC
average of 11.9%, and a national average of
12.8%

Age Distibution:
2.7%

1.0%
5.8%

26.3%

64.2%

Under 18

18-44

45-64

65 or older

Decline to answer

Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html


SocialCompact

Visitors Education
Highlights:
• Artomatic 2009’s visitors were on average
highly educated, most survey respondents
had some form of higher education degree
(80%)
• About 14% of respondents had some college
education or an Associates degree

Education:
100.00%
90.00%

80.23%

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
13.72%

20.00%
10.00%

4.19%

1.86%

0.00%
High school or Some college or Undergraduate
less
associates
or graduate
degree
degree


Other (please
specify)

SocialCompact

Visitors Employment Status
Highlights:
• 75% of Artomatic 2009 visitors were either
self-employed or employed by someone else
• 24% of those were self-employed
• 76% of those were employed by
someone else
• 12% were students

Employment:

5.6%

Full-time employed

12.2%

Homemaker or stay-athome parent

2.6% 4.3%

Retired
Student
75.3%


Unemployed or disabled

SocialCompact

Visitors Occupation
Highlights:
• Artomatic 2009 visitors’ occupations were
similarly distributed among the following
sectors:
• Business: 22%
• Government & Education: 18%
• Other: 21%
• Arts: 15%
• Non-profit: 11%
• Student: 9%


Occupation:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

15.0%

22.4% 17.9%
1.2%

11.2%

21.0%
2.4%

8.8%

SocialCompact

What kind of Educator are you?
Highlights:
• The survey respondents who work in
Education reported to be employed at:
• College or university: 41.7%
• Primary/middle school: 33.3%
• High school: 12.5%
• Part-time: 12.5%among the

Educators:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%

41.7%
33.3%

30.0%
20.0%

12.5%

12.5%

10.0%
0.0%
Primary/middle
school


Highschool

College or
university

Part-time

SocialCompact

What is your household income?
Highlights:
• About a third of survey respondents reported
their household income to be between $50K
and $99k
• 28% of respondents have a household
income of more than $100K

Household Income:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
34.3%

40.0%
30.0%
20.0%

17.9%
10.3%

9.2%

< $35,000

10.0%

28.4%

$35,000 $49,999

0.0%


$50,000 $99,999

> $100,000

Decline to
answer

SocialCompact

Do you own/rent?
Highlights:
•
•
•
•
•

42% of survey respondents own a house
32% rent an apartment, condo or house
11% own a condo
9% live at home
1.4% live in a dorm

Living Situation:
100.0%
90.0%
80.0%
70.0%
60.0%

Own a house,
50.0%
42.9%
40.0%
30.0%
20.0%
10.0%
0.0%


Rent an
apartment or
condo or
house, 31.8%

Own a condo,
10.6%

Dorm, 1.4%

Other
(homeless),
0.7%

Live at home
(rent free),
9.0%

Rent a room
(group home,
etc.), 3.5%

SocialCompact

ZIP Codes
Highlights:

Distribution by State:

• 93% of survey respondents who shared
their ZIP code were from either DC, VA
or MD
• A total of 32 different states/countries
were represented in this survey

DC
35%

VA
28%

DC
NY

VA

PA

CA

NC

NJ

FL

IL

CT

MA

TX

LA

MO

TN

WA

WV

Colombia

GA

IN

KY

MI

MN

MS

NE

New Zealand

OH

OK


MD

MD
29%

OR

Puerto Rico

WI

SocialCompact

Getting to Artomatic


SocialCompact


What mode(s) of transportation did you use to
get to Artomatic 2009?
Highlights:
• Half of the survey respondents reported
traveling by car
• Most Artomatic visitors (63%) traveled to the
event by Metro
• A back of the envelope calculation shows
that Artomatic contributed to:
• 63% of 76,000 visitors
x $2.50 for an average Metro ride
= $119, 000 incremental revenue for
WMATA


Method of Transportation:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%

62.8%
50.4%

40.0%
30.0%
20.0%
10.0%

2.7%

1.8%

3.4%

Bus

Bike

8.2%

1.5%

0.0%
Car

Taxi

Metro

Walked

Other
(please
specify)

SocialCompact

Is Metro Accessibility Important?
Highlights:

Metro Accessibility:

• For the majority (76%) of Artomatic visitors
Metro Accesibility is important
24.54%

75.46%

Yes


No

SocialCompact


Did you come with friends or family?
Highlights:
• Most Artomatic visitors came with their
friends or family

Friends or Family:

12.3%

87.7%

Yes


No

SocialCompact

At Artomatic and
Beyond


SocialCompact


What drew you to Artomatic 2009?
Highlights:
• The majority (76%) of Artomatic visitors were
drawn to the event by the Visual Arts
• 30% were there to support a friend, and
about 40% visited to “just browse”


Reasons for Visit:
100.0%
90.0%
75.8%
80.0%
70.0%
60.0%
50.0%
39.7%
40.0%
29.9%
21.5%
30.0%
21.0%
12.6%
11.6%
20.0%
10.5%
7.0%
6.4%
10.0%
0.0%

SocialCompact


What Artomatic activities did you attend?
Highlights:
• Most visitors (65.4%) did not attend any
activities
• The most popular activity among visitors who
attended one was “Meet the Artists Night”,
visited by 18.0% of survey respondents
• The second most attended activities were the
Workshops


Activities Attended:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

65.4%

18.0%

10.1%

4.0%

2.9%

10.6%

5.4%

SocialCompact


How many times did you visit Artomatic 2009?
Highlights:
• 50.4% of survey respondents were one-time
visitors
• 47.2% visited Artomatic more than once

Times Visited:
100.0%
90.0%
80.0%
70.0%
60.0%

50.4%

50.0%

47.2%

40.0%
30.0%
20.0%
10.0%

2.5%

0.0%
None


Once

More than once

SocialCompact


Which time of the week did you visit Artomatic?
Highlights:

Time of Week:

• About half of the survey respondents visited
Artomatic visitors on a weekend afternoon
• 43.1% visited on a weekend evening
• 25.5% visited on a weekday night

23.8%

22.7%
25.5%

43.1%
14.1%
51.9%

Weekday afternoons

Weekday nights

Weekend afternoons


Weekday evenings
Weekend evenings

Weekend nights

SocialCompact


Do you think it’s important for Artomatic to be
open on weekdays during the day?
Highlights:

Open Weekdays:

• 56% of visitors think that it’s important that
Artomatic is open during the day on
weekdays
43.7%
56.3%

Yes


No

SocialCompact

How many floors did you visit?
Highlights:
• About half of the survey respondents visited
3 or more floors
• Almost 40% visited all floors
• Only 6% visited only 1 -2 floors

Floors Visited:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%

53.9%
39.8%

30.0%
20.0%
6.3%

10.0%
0.0%
All


1 to 2 floors

3 or more floors

SocialCompact


On average, how much time did you spend as a
visitor at Artomatic 2009 on each visit?
Highlights:

Time Spent:

• 56.1% of the survey respondents spent 3 to 5
hours at Artomatic
• 37.6% spent more than 5 hours
• 6.3% spent less than 2 hours

6.3%

37.6%

56.1%

Less than 2 hours


3 to 5 hours

More than 5 hours

SocialCompact

How do you rate Artomatic 2009?
Highlights:
• The majority (88.6%) of Artomatic 2009
visitors gave the event a “High” or “Very
High” rating
• Only 2.9% of visitors rated the event as
“Low” or “Very Low”

Visitor Rating:

2.9%
8.5%

88.6%

High or very high


Average

Low or very low

SocialCompact


How would you rate the size of Artomatic 2009?
Highlights:
• More than half (52%) of the visitors
considered the size of Artomatic 2009
“Perfect”
• 21% considered it “Adequate”
• 17% thought it was “Too big”
• Fewer than 1% of respondents thought it was
“Too small”

Size Rating:
100.0%
90.0%
80.0%
70.0%
60.0%

51.9%

50.0%
40.0%
30.0%
20.0%
10.0%

9.8%
0.9%

0.0%
Too big


21.0%

16.4%

Too small

Adequate

Perfect

Other (please
specify)

SocialCompact


Would you attend future Artomatic events?
Highlights:

Future Attendance:

• 91.6% of Artomatic 2009 visitors said that
they would attend future Artomatic events
• About 7% were not sure/didn’t know
• Only 1.4% said that they would not attend a
future event

1.4%
7.0%

91.6%

Yes


No

Not sure/Do not know

SocialCompact


In which year(s) did you attend Artomatic?
Highlights:
• Almost half (47.4%) of the respondents to the
Visitor Survey attended Artomatic 2009
• About 20% attended Artomatic 2008


Artomatic Through the Years:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

47.4%

1.7%

5.8%

7.2%

8.0%

10.5%

19.4%

SocialCompact


What suggestions do you have for future
programming during Artomatic?
Highlights:
• 41% suggested closer access to local
restaurants, coffee shops ,etc
• 24% suggested better outreach programs
• 23% suggested better networking events
• 22% suggested additional workshops
• 22% suggested exhibit tours


Programming Suggestions:
100.0%
90.0%
80.0%
70.0%
60.0%
41.4%
50.0%
40.0% 23.0%
24.0%
22.0%
21.5%
20.7%
30.0%
18.4%
13.0%
12.8%
20.0%
10.0%
0.0%

SocialCompact


How did you hear about Artomatic 2009?
Highlights:

43.7%

15.1%

6.4%

5.2%

5.6%

1.9%

10.1% 12.1%

o
i
d
a
R
/
V
T


,
p
n
(
g
a
r
v
o
c
s
w
e
N

h
o
w
d
e
f
/
n
c
i
t
r
a
p

e
c
i
a
m
o
t
r
A

)
y
f
i
c
p
s
a
l
P
(
r
e
h
t
O

)
.
c
t
e
,
s
g
o
l
b

m
r
f
e
c
i
t
o
N

-n
r
t
l
s
w
e

r
e
t
n
I

s
r
e
y
l
F

s
d
A

100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

…

• Most visitors (44%) heard about Artomatic
from a friend, participant, or word of mouth
• Around 15% heard about the event through
the Internet, while about 10% found out
about Artomatic through news coverage

Sources of Information:

SocialCompact


Did you visit the Artomatic 2009 websites?
Highlights:
• The majority (89.5%) of the survey
respondents had visited the official Artomatic
website at some point during the event
• 20.1% reported to have visited the Artomatic
2009 Facebook page


Online Presence:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

89.5%

20.1%
3.6%

2.0%

2.9%

5.1%

5.9%

SocialCompact

Merchandising at
Artomatic 2009


SocialCompact

Did you buy Art at Artomatic?
Bought Art:

Spent on Art:

• 10.9% of survey respondents said that they
bought art at Artomatic 2009

• About a third of the visitors who bought art, spent
under $50, another third spent $101 to $500
100.0%
90.0%

10.9%

80.0%
70.0%
60.0%
50.0%
40.0%
30.0%

14.7%

20.0%

89.1%

34.3%

29.4%

7.7%

10.0%

6.3%

7.7%

0.0%
Under $50
Yes

No


$51 to
$100

$101 to
$500

$501 to
$1,000

$1,000 or Prefer not
more
to answer

SocialCompact

Did you visit the Artomatic Store?
Visited:

Made a Purchase:

• About 48% of survey respondents visited the
Artomatic 2009 store

• A quarter of those who visited the store made a
purchase

24.7%
47.9%
52.1%
75.3%

Yes

No


Yes

No

SocialCompact


Why did you not visit the Artomatic store?
Highlights:
• Out of the respondents who did not visit the
Artomatic store, the majority (51%) said that
they did not know it was there
• 28% were not interested in the store
• 3.8% said they could not find the store

Reasons for Not Visiting Store:

17.3%

50.8%

28.1%

3.8%
Did not know it was there
Was not interested


Could not find it
Other (please specify)

SocialCompact


What did you purchase at the Artomatic store?
Highlights:

r
e
k
c
i
t
S
T-s
t
r
i
h

t
k
c
i
T
e
l
f
a
R

a
d
o
S

g
u
M
s
p
e
P
n
i
P
r
e
t
s
o
P

y
r
l
w
e
J

d
o
F
d
r
a
c
t
s
o
P

t
l
e
c
a
r
B
s
n
o
t
u
B

p
a
C

D
C

100.0%
90.0%
80.0%
70.0%
60.0%
47.4%
50.0%
40.0%
30.0%
14.1%
11.5% 0.0%
20.0%
12.5%
2.1% 2.1% 1.6% 8.9%
1.0%
3.6%
2.6% 2.1%
10.0%
1.0% 3.1% 3.1% 1.0%
0.5%
0.0%

t
r
A
g
a
B
o
B
k

• The most popular items at the Artomatic
store were T-shirts
• Other items that were frequently purchased
were stickers, tote bags, mugs, and Peeps

Items Purchased:


SocialCompact


Why did you not make a purchase at the
Artomatic store?
Highlights:
• Out of the 75% of Artomatic store visitors
who did not make a purchase, 51% cited that
they were not interested in the merchandise
• About 7% said it was too expensive

Reasons for No Purchase:

42.3%
50.9%

6.8%
Was not interested in merchandise
Too expensive
Other (please specify)


SocialCompact


What would you like to see at the Artomatic
Store next year?
Highlights:
• The items most requested by survey
respondents for the Artomatic 2010 store
are:
• Postcards of art at Artomatic (46%)
• Courier/shoulder bags (45%)
• T-shirts (42%)
• Planners/notebooks (40%)
• Snacks (33%)


Store Items:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

39.6%
21.8%

45.4% 45.7% 41.7%
22.9% 26.2%

33.1%

23.6%

SocialCompact


Which of the following did you consume at
Artomatic?
Highlights:
• 68% of survey respondents consumed a
beverage at Artomatic 2009
• The most popular beverages were:
• beer (30%)
• water (29%)
• soda (22%)
• wine (19%)
• Red Bull (5%)
• 32% reported to not have consumed any
beverages on site of the event


On Site Consumption:
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%

29.5%
19.2%

20.0%

21.5%

31.8%

28.8%

17.8%
4.7%

10.0%
0.0%
Beer

Wine

Sodas

Water

Red Bull

None

Other
(please
specify)

SocialCompact


Would more opportunities to purchase food
make you more likely to attend Artomatic
Highlights
Importance of Food:
events?:
• 43% of survey respondents think that
opportunities to purchase food are irrelevant
to their likelihood to attend Artomatic events
• 45% responded that food would make them
more likely to attend Artomatic events

43.2%

44.5%

12.3%

Yes


No

It's irrelevant

SocialCompact


Had you visited/are you likely to visit businesses
near the Artomatic site?
Highlights:
• Before attending Artomatic, 70% of
respondents had not visited any businesses
near the site
• After attending Artomatic, 49% of survey
respondents said they are likely to visit
businesses near the site (to shop, eat, look
for housing or office space)

Visits to Local Businesses:
100.0%
90.0%
80.0%

69.9%

70.0%
60.0%

48.8%

50.0%
40.0%
30.0%

33.9%

30.1%
17.3%

20.0%
10.0%
0.0%

0.0%
Had visited before
Yes


Likely to visit in the future
No

Not sure

SocialCompact

Social Compact
738 7th St., SE, Washington, DC 20003
smallbiz@socialcompact.org
Analysis and Presentation by Mila Adamova
June, 2010

SocialCompact

Artomatic 2009 survey final

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